Qualitative Research: Focus Groups

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• Consists of a small group usually made up of six to twelve people
• Gathers opinions, beliefs, and attitudes about issues of interest
• Group is led through an open discussion by a skilled moderator
• Allows testing of assumptions
• Encourages discussion about a particular topic

• Keep track of which questions have and have not been asked and answered

• Know how to phrase questions that encourage participants to provide elaborate, detailed (rather than brief) responses

• Ask questions that elicit participant’s own views and experiences as opposed to reflecting the convictions of the moderator

• Ask one question at a time, verifying unclear responses,

• Use follow-ups and probes

• Remain neutral by asking open-ended questions and avoiding leading questions

Adapted from Qualitative Research Methods: A Data Collector's Field Guide